Graham Cochrane (00:05.942)
You will never be able to sell until you understand this one thing. See, most people think selling is about being persuasive or having a perfectly crafted pitch or pushing a product. But that mindset is exactly what's killing your sales.
Graham Cochrane (00:26.06)
In this episode, I'm breaking down what actually makes people buy and why so many entrepreneurs keep missing it. So if you've ever struggled to sell your offer, this might be the breakthrough you've been waiting for. Let's jump in.
Graham Cochrane (00:52.75)
You know, it's crazy to me that I'm even talking to you about selling today because selling was one of the things I loathed the most and thought I would never be good at. In fact, my first job out of college was a sales position selling radio advertising for Clear Channel Radio. Specifically, I was in Harrisonburg, Virginia at Country KCY in 98 Rock and I was a month or two at
after the letting go of a dream, my dream of being a rock star that had died. I and I've shared this story before, but if you don't know my story, I've been a musician my whole life and I was working all the way up through college to get a record deal. I'd made an album, we had a producer, we had it shopped around a bunch of labels. I was engaged to be married to Shay at the time and I wanted to land a record deal before we got married. So I'd have some advance money so I could provide for her and we could start this life together, hoping I could see how far this music journey would last.
And when all the doors were closing, I came to the realization that I have to look to plan B and there was no plan B. Plan A was the only plan there was. It was get a record deal. I didn't know if I'd be famous. I didn't know how much money I'd make, but I figured I'd at least get a deal, a first deal, and I would be able to try it for a year or two or three. It never once crossed my mind that I wouldn't get a record deal. So when I didn't get a record deal, I had no backup. I didn't go to college with the...
the purpose of getting a degree that would make me money. I went to college because my parents made me. And so I got an audio engineering degree so I could play in recording studios all day while I made my album and got signed. So I didn't have a great plan. So now I'm scrambling to find a job and lo and behold, the only job I could find fresh out of college that I qualified for was a sales position, which you didn't even need a college degree for. All my colleagues never went to college and they were crushing it.
And they trained me and I liked, you know, music and the radio. was like, okay, it's cool. I get to work at the radio station. It seemed, it seemed easy. And they told me to basically smile and dial or walk into local brick and mortar stores, tractor supply stores, restaurants, insurance agents in town and walk them through this pitch. are actually already pre-created a commercial for them, which is pretty cool. Like an ideal commercial so we could like
Graham Cochrane (03:15.661)
pitch them why they should advertise with us on the radio and then press play on this cassette player. I had to like carry like a little boombox around with a cassette tape and press play and they could hear our professional DJs doing the voiceover work of like their business. So they could hear a sample of their potential ad, which was kind of brilliant. Like let them see themselves in the product. And I was like, okay, I'll just get people to sign up for ad spots. And I sucked at it. And not only did I suck at it, I...
I hated it. I'm an introvert by nature. I don't like going up to total strangers. I certainly don't like asking total strangers for money. I was 22 in an oversized button down shirt with a goofy tie and unpolished loafers. I looked like I didn't fit the part because I didn't. I was supposed to be a musician and I just wanted to be making records and music videos. And so I spent five miserable months
trying to make money and they explained to me when I took the job, like, hey, it's a commission job but we'll give you a draw, like on a base salary and it was $2,500 a month and like that's gonna be your base and then you'll get commissions and then, you know, as you start to make more commissions, we're gonna reduce your draw or your base salary so eventually that goes down to zero and then you're just getting paid on commissions but at least there'll be some transition. I said, okay, well that seems reasonable but then every single month I wasn't making a single sale.
and my boss would call me into her office and she would say, Graham, how can I help you make more sales? I'm like, I don't know, like would I just, okay, then do a ride along with so and so, do a ride along with so and so, and so I would, and I would go to meetings and all the while I wanted to poke my eyeballs out. And this is how I think most people feel about selling, is they feel like they're not good at it, they're not making a lot of sales. They,
don't like to ask people for money. They get nervous when they get to the pitch. Let's say you've done a webinar or a challenge or you're on a sales call with somebody and you get to the part where you have to actually name the price or ask for money. Like that's where most of my students and clients clam up. Like they like the idea of a webinar because they get to teach, they get to share, they get to give. Well, that feels good to give. And then when they get to that awkward part of
Graham Cochrane (05:34.062)
and this is the part of the webinar where I say I have something for sale and they just freeze up and they dread it and they get nervous. They wanna go from teaching to please give me a script so I can just read it because I can't think clearly. So I don't know if you can identify with any of this stuff, but this is how most people who haven't experienced the breakthrough I'm about to share with you today feel about sales. There's very few of us that are born to sell and some of us that they just.
I never had any problem with that. And if that's you, you're probably not watching this video or listening to this episode because you're not struggling with selling. But if you're struggling with selling your own products, your own offers, your services, this is for you because I've gone from that five months of, by the way, I had to quit after five months because I never made a single sale. Correction, I made one sale, $300, and then they changed their mind. And they didn't want to go through with it. I never got her to sign it. So I made zero sales in five months.
And I quit because I hated my life and I was embarrassed. It just wasn't a good fit. Fast forward now with my own business, like I've sold over 15 million dollars over the last few years, which is insane to think about. I never thought I'd be good at sales. I always laugh that I'm basically in sales and I never thought I'd get back in sales. But a lot's changed, right? A lot has changed. And so what I want to do is share with you the one big shift you have to understand mentally.
to become great at sales. And so this is probably the reason why you're not great at sales right now. We're not selling the amount that you wanna see. And then I wanna share with you the five secrets to selling. You ready for it? This will be straightforward and I think this is gonna be helpful for you today. Here's the one thing. You will only be great at selling when you decide to stop hating it.
You will only be great at selling when you decide to stop hating it, stop being afraid of it, and learn to love it.
Graham Cochrane (07:34.221)
The reason you're not good at it is because you hate it. How many things can you think of in your life that you hate doing that you're really good at?
Graham Cochrane (07:45.709)
I can't think of a single one. Okay? How many things can you think of in your life that you're so afraid of doing that you're really good at?
There might be a few more of those. There are certainly things that people do that they're afraid to do, but they're actually pretty good at it.
Right?
The things you're really good at are generally the things you love to do. And they play together. The better you get at something, the more you love it. The more you love it, the better you get at something. Mastery comes from loving the thing and loving the thing comes from mastery. They feed off of each other. It's a beautiful virtuous cycle. Okay, Graham, that's great. What do I do with that? Well, first of all, let's just be honest. Are you afraid of selling? Do you hate selling?
If you've answered yes to either of those questions, then there you go. That's the reason why you're not successful at it. So now we least know what the problem is. Would you like me to help you solve that problem? Would you like me to help you learn to love selling today and actually be more effective at it, which will help you love it even more, which help you be more effective at it even more? Yes? Okay, good. I thought you'd never ask. I just want to get right to the point today. Write these things down. Five secrets to selling. We could go real deep on any one of these, but I'm going to give you what I think are the five biggest things.
Graham Cochrane (09:02.037)
And I think this is gonna really help you today. So number one, and this changes the game, is only sell something you believe in. Only, please, for the love, only sell something you believe in. The reason I hated selling in my first job at Clear Channel is because I didn't believe in radio advertising. Like, who listens to the radio?
Like my grandma? Like who buys something because they heard an ad on the radio? I don't know, maybe somebody. I'm sure it works somewhat. But I don't buy things based off of what I hear on the radio. I don't even listen to the radio anymore. But even back then in 2005, right, even back then, I didn't really listen to the... When the ads would come on the radio, I would just turn it down until the music came back on. So how am I going to convince
a business owner to pay me or pay my employer for something that I don't even think they should pay for. Pretty hard to sell something you don't believe in, right? So there's two applications here. Number one, are you trying to sell something you don't believe in? Do you believe in your own product? Do you believe in your own service?
If you don't, you either need to A, stop selling that product or service or B, learn to believe in it or make it better so that you do believe in it. Is this making sense? So if you're having a hard time selling a coaching program or a course or training and you don't really even believe in it, like maybe you shouldn't be selling that. Like I've had courses that I tried to sell that didn't sell well and then when I looked at them, I'm like, it's not even that helpful. So no wonder I'm not selling it.
And even if I could sell it, I wouldn't feel great about it because I don't believe in it. So I'm going to take it off the market. I've literally taken stuff off the market, even though I've sold some of them before. Not that it was immoral or unethical or harmful. It just wasn't great. Only sell something that's great. So only make stuff that's great. And I'm going to assume that you do make stuff that's great. So if you do make something that's great, well, then this should shift in your heart because look,
Graham Cochrane (11:14.485)
You believe in this thing, don't you? You've worked hard on it. Not just that you've worked hard on it, and that's why you believe in it. You believe in it because you believe it will actually help somebody. And I'm assuming that's the majority of people listening to this. You have something that you believe is truly transformational for people. If so, then you don't need to be afraid of it. Because you know this is the best thing for somebody. Only sell...
something you believe in. When you're in business for yourself, that's the beauty is you get to only build stuff that you believe in, so you're never selling something you don't believe in. This is huge, but simple. It goes straight into number two though, right? So if we're selling something we believe in, then we gotta understand that selling is serving. That's all selling is. Selling is serving. What do I mean? When you are selling, you are serving something that they already want to buy.
You're not convincing them to buy something they don't want to buy.
I think a lot of us think selling is convincing someone to buy something they don't want to buy. Like when these guys come to my house trying to sell me solar. And no offense if you ever sell solar, I have friends that sell solar, please stop coming to my house. I don't want your solar panels. These guys, drive around in my neighborhood on these little segways or these little hover boards with their little clip boards and they keep coming by. Sir, how much money would you like to save on electric? I don't want solar.
So that's what I think we feel like selling is, but selling is not convincing. That's what some people are doing, but that's not how you're make a lot of money. It's really hard to convince someone to buy something they don't wanna buy when they're not in the mood to buy it. It's a lot easier to serve somebody something that they've already wanted to buy. This is why I use the waiter analogy at a restaurant. When I go to a restaurant, when you go, let's say about you, you go to a restaurant, it's your anniversary, you go to a nice restaurant with your significant other, you sit down, a server comes, and what do they do?
Graham Cochrane (13:08.727)
They offer you a bunch of things that cost money. Are they nervous? Are they stressed out to ask you to buy something? Are you offended when they bring you a menu that has just literally a bunch of products with dollar signs next to them? No, because literally you came there to buy something. That's what you want. You want food. You want an experience. You want your belly to be full. You want a great glass of wine. You want a great conversation with the person you love or your friend or your family.
You came in ready to spend money. So then the server doesn't have to sell you hard or anything. All they have to do is just serve you what you already wanted. And the best servers always use the three magical words, would you like. Mr. Cochran, great to see you. Would you like a cocktail tonight while you're looking at the menu? Yes, I would.
Mr. Cockrum, would you like another cocktail? Hmm, maybe. No, I'm good for now. Would you like to see the dessert menu? Would you like some appetizers to start? Would you like a refill? Would you like, three magic words, they're not selling, they're not convincing, they're not twisting my arm, they're literally just putting an offer in front of me to a very warm audience, someone that's walked in, that wants to spend money, and they're just serving me. That's all we're doing is serving. When you realize that selling is service,
and number one, you're only serving something you believe in, selling becomes very easy. Does this make sense? Somebody just got set free today. Selling is serving something they already wanna buy, not convincing them.
All right, number three. Sell the payoff, not the product. Sell the payoff, not the product. This would also include sell the payoff, not the pieces of your product. It comes with a workbook with 75 pages or 37 HD videos or two group coaching calls a month or those are the pieces. Don't sell the pieces. They don't care about the pieces. They don't care about the product. Don't sell the process. We go through my 21 step
Graham Cochrane (15:21.323)
you know, million dollar whatever process. They don't care about your process that much. They want to know that you have one, but they don't care about it that much. And you're not selling the person, which is yourself. I'm super credible. I'm a USA Today bestselling author. I've done this. I have this degree. I have this coaching certification. I went to this school. Don't focus on those things. We focus on those things because, well, for two reasons. One, we think people care.
about the pieces, the process, the person, the product itself, they don't care. They care about the payoff that they get when they buy your thing. What is it gonna help me do? What problem is it gonna help me solve? So we focus on those things because we think that's what people care about.
But a lot of times we focus on those things because we are insecure about what the payoff is that they get. So we focus on the things that make us feel secure that we're adding a lot of value. I'm gonna throw in a bunch of calls. I'm gonna give you a bunch of videos. I'm gonna give you all these workbooks. I'm gonna give you, I'm gonna give you, I'm gonna I'm gonna give you. We're go through this process and I'm really credible.
Take a deep breath. And here's what you gotta do. This might be the most important thing you do. Ask yourself, what is, in one sentence, the payoff my customer's gonna get if they buy this thing? What's the payoff? What's the transformation that happens? What's the problem that it solves?
Graham Cochrane (16:52.203)
Right, Eileen Wilder calls it showing them hell and then showing them heaven. Hell is where they are. You buy my offer, you're to be in heaven. So if it's a weight loss offer, hell is I'm overweight, I'm unhappy with the way I look in a bathing suit, I'm unhealthy, I can't play with my grandkids without getting winded, whatever it is. Heaven is I look great naked or I look great in a bathing suit or I'm confident. People are like, my gosh, you look amazing. What are you doing to like...
That's what they're buying. They're buying the payoff. They don't care if it's DVDs or videos or a weekend or a magical pill. They don't really care what it is they get to get the payoff. They just want the payoff. So in your sales presentations, on your sales pages, in a webinar, on just a casual conversation with somebody on the airplane that might be interested in working with you, you just talk more about the payoff.
Graham Cochrane (17:50.19)
I Myron Golden say spend 95 % of the sales presentation talking about the payoff and then 5 % of it talking about all the other stuff, what they get, you how it works. Either way, like it shows the emphasis is on the payoff. This will change the game for you. This will change the game for you. like, for example, years ago I had a community, my six figure coaching community, I named it the payoff.
it's gonna help you get to six figures in your business. And when I sold it, I basically sold it as join this community and we're gonna get your business up to six figures. Like the pieces, you get this, you get this, we do it this way. That was mentioned a little bit, but it was very clear. Like if you're not at six figures, that's your hell. Like you started your business and you're stuck at 20K or 50K year, or you're stuck at, you know, 3000 a month or 2000 a month. Join this program.
I'm gonna get you $10,000 to $10,000 a month. I mean, that was the promise of that program. And that's all I focus on doing for four years. I helped hundreds of people do it, okay? So focus on the payoff. When you sell the payoff, two things happen. One, you get confident, because you're like, is the results I help people get. And so if you're unsure about what the payoff is for your offers, well, just think about what kind of results can you get from people?
What kind results have you gotten from people? Think about your best testimonial. Think about the results you've gotten for yourself if you're Right? And then once you think about that, then you make the best results you've gotten for people or the best results you've gotten for yourself, you make that the payoff of the thing you're selling. You're like, if you buy this thing and you do the things I tell you to do and you're willing to put in the work, these are the results you can probably get. That's what I'm selling you is the payoff. That changes the game and that's what gets people to convert.
because it makes you confident so you're gonna come across as more confident. And number two, it's all they want. They just want the payoff. So stop talking about everything else and talk to them about the payoff more than anything. That's really what you're selling. Does this make sense?
Graham Cochrane (20:03.661)
Okay, so a couple things, it's interesting. It's very easy for me to talk about this, because I'm in the money making space right now. So I'm gonna give you an example of that. I already gave you one, like I'll help you get the six figures, and I'm gonna you an example if you're not in the money making space, because that's where I started. I started in the non-money making space. So in the money making space, I realized early on that I was undercharging, and even now, like I've increased my prices.
to my one-on-one coaching, like my VIP days, like I've changed my one-on-one coaching now, if you wanna work with me directly, it's a VIP day, it's $250,000. Why is it, that sounds crazy, why is it $250,000? Because I can help you make over a million dollars a year, just we could spend one day together, can do it, literally engineer your million dollar leap in one day. So you put in 250,000 to me and get out a million dollars every year minimum, like this is a no-brainer. And I figured this out when,
I was literally talking to one of my past clients, her name's Hope, and she worked with me and came and did a VIP day years ago. Actually did like, it wasn't even a full VIP day just with her, it like two of her friends, I was working with the three of these ladies together, they all had their own businesses, but they were best friends and they wanted me to coach them, so I was coaching them and I was charging them $1,000 a month each.
to do sort of a mini mastermind just with these three ladies. So I was getting paid 3,000 a month, but they were each only paying me $1,000 a month for a year. So they each paid me 12K. And then I included a VIP day. think I charged them additionally for that because they wanted to come and do something in person. So I charged them $2,000 each for this VIP day on top of the 12,000. So let's say at max they each paid me 14,000. So Hope paid me $14,000.
That one day, I didn't even spend the whole day with her, because I was bouncing around with the three of them. That one day, I helped her craft her first high ticket offer. We crafted a high level group coaching offer, a mastermind offer. And she'd never sold anything this high. I think it was an $8,000 offer. And it was just like, she hadn't done anything like that. She's like, I don't even know how to charge that. I don't know how to like pitch that. I don't know what to deliver. I don't know how to sell it, whatever. We mapped out this one offer.
Graham Cochrane (22:24.653)
in less than a day, that again, she paid me $2,000 for that day, really, but let's say $14,000. I was talking to her just yesterday, because updating testimonials and stuff. She went on to make over $500,000 with that offer over the next couple of years.
And so I'm thinking she gave me 14,000 and then turned it into 500,000. That was just off of one idea from that one day. That wasn't even including the stuff we worked on all year long. So really it's like she put in 2,000 and got 500,000. I'm like, bro, I'm way under charging here. I mean, that was a long time ago and I've since increased my prices since then and I've increased them again now. So now it's $250,000 if you wanna work with me for the VIP day. So it's obvious because you put in,
a certain amount of money, I can give you a multiple of that. If I can 2X, 5X or 10X your money, then that's an incredible payoff. So if you're in a money making space, or you can easily tie your offer back into money making or money saving, then you just look at, could I get them two times, five times or 10 times what they're paying for this? So if you could help somebody make $100,000, you can charge at least $10,000 for that offer.
upwards of $50,000. You see how we arrived at that? It's not based off of what you think it should cost, it's based off of the payoff, because all that matters is the payoff. We're selling the payoff. Now, if you're not in the money-making space, because I didn't start in the money-making space, I started in the music space. That is the most un-money-making space there is, okay? So in the music space, I was selling $150 courses, and then eventually my bestseller became this bundle, was selling a $397.
system, I called it my radio ready system, and it was all of my best courses at a steep discount. So imagine a $400 offer, which really scaled the business. And so we were doing like $1.2 million a year at its peak in that business. And the main offer was this $400 one time offer, which I thought was a crazy expensive for back then. And it's crazy expensive for no one else in my industry was charging that much in the music space. So what I would do is I would say, well, okay, what is the result that this offer gives them? The result is
Graham Cochrane (24:39.777)
They make professional sounding music that they can brag about their people, their fans are amazed at, their family's amazed at. It's like what everybody wants. They want to feel confident and they want to put their music out there in the world and make it sound professional. Okay, that's the payoff they get, professional sounding music.
What are the other ways that they could try to get professional sounding music? What are the other ways that they do try? The other avenues, because we all want the same result in that space, make my music, my recording sound professional. So what are the alternatives? Well, the most expensive alternative, well, I won't even start there. Here's what a lot of these guys and gals would do. They would spend hundreds and thousands of dollars on equipment, more expensive professional equipment, better microphones.
better audio interfaces, better speakers, better treatment in their home studio. So easily they would spend three, four, $5,000 on equipment between microphones and speakers, thinking that's gonna get them better sounding results. And then the sad news is, is it doesn't because they realize it doesn't matter how good your equipment is, if I don't know the art and craft of it, I won't get it. So I would compare it to at least, you know, $1,200 microphone. You could spend $1,200 on a microphone,
or just for, and it doesn't guarantee you get any better and it won't make you any better because you still don't know how to do the thing. Or you could spend a third of that, 400 bucks, and be able to get professional sound recordings with the microphones you already have. So I'd anchor it to a $1,200 microphone. Then I would anchor it to going into a professional recording studio and spending, I don't know how much per hour and like how many hours is it gonna take to do one song. So maybe you've spent
$3,000 to get one song halfway decently recorded. Okay, $400 is literally like almost a tenth of that. But then the number one thing I would anchor it to is the other way you learn how to do this and that was going to audio school. And so I would anchor it to going to Full Sail or any these big audio schools that are gonna charge $20,000 a year. Even for a two year program, so $40,000 to learn how to make professional sound recordings when you could spend
Graham Cochrane (26:55.469)
1 % of that, 400 bucks and learn the same thing, done. Done. So I would anchor it to how much it would cost for their alternatives would cost. In my group, my group coaching program that I'm working with a bunch of high level entrepreneurs right now, in my inner circle, one of the guys helps men, high performing men, so CEOs, business owners,
improve their marriages, their health, and their fitness. So yeah, their fitness, their health, and then their happiness. it's like relationships, their fitness, and their mindset, right? And he's got a group coaching program. And basically, I want to say he was charging $3,000. And I was like, why isn't this a $10,000 offer to do to be in your high level group? He's like, oh, I don't know. That's a lot of money.
I'm like, compared to what? And he's not helping them make more money. He's helping their marriages improve and their health and the fitness. Like, well, let's just take one of the three things you teach in that group. Their marriage. Their marriages are falling apart, right? Because they're overworking, they're high-level guys. Like, these are the kind of guys he helps. Yeah, their wives want to leave them or whatever. I was like, how much does divorce cost?
And the joke is at least half, at least half of whatever you own, Hundreds of thousands of dollars. If you can save them a divorce, 10 grand is easy, 10 grand is cheap, right? And then that's just one. Then what's their health costing them? What's it gonna cost them when they're on medications, when they have to get heart surgery, when all these other things, like, what's that gonna cost them in the future, right?
and then their happiness, like what else are you spending money on to like numb the pain, right? So I'm like, bro, when you compare, everything is a cost. It's a cost if they don't buy and it's a cost if they buy. The question is just which costs more? And the answer is clear, it costs more to them if they don't buy your $10,000 coaching offer, because they're gonna end up in divorce, they're gonna end up in surgery or being on a ton of medications, and they're gonna end up like self-medicating with stuff to numb the pain, spending money, buying a stupid car.
Graham Cochrane (29:17.249)
wasting at the casino, whatever these guys do, that's gonna cost way more than $10,000. And so that's how you position the offer, right? This is making sense? So you sell the payoff, this is what you get, and here's the value of that payoff compared to what it's gonna cost if you don't buy my offer. So, sell the payoff, not the product, not the pieces, not the process, not the person. People just want the payoff. Number four, we're almost done, people buy certainty. This is huge, right?
One of the ways to sell more is to make your prospect feel more certain that you can deliver the payoff that we just talked about. So you've emphasized the payoff. This is what you're getting when you buy this offer is this payoff, this outcome, right? And they might go, great, that's what I want. But now they're skeptical, right? How can I, how do I know you're gonna help me get this payoff? Give them some certainty.
And one of the best ways to give people certainty is just to simply show them that you, two things, one, that you've done it before in other people. This is where testimonials come in, right? So if I tell you I can help you make a half million dollars extra this year,
Okay, then that's great. I would like an extra half a million dollars in my business this year. Okay, I want to give you some certainty. Well, here's one of my previous clients' hope. We sat down, I just gave her one idea and she generated half a million dollars off of this one idea. And if I have her picture and her saying it, like, Graham helped me generate half a million dollars with this one idea. Well, now they feel a little more certain because they see a testimonial. This is why testimonials are so powerful. And if you don't have any yet, then go out and serve some clients for free.
in exchange for valuable testimonials. Go get them the results and then get their permission to share those results on your sales page, right? So testimonials are one way to create certainty and you'll need a handful of them. And then number two, showing people that you have a path to get there. Now you don't have to go like really nerdy into your specific process, but think about what are the three to four big ideas or three to four things if they work with you, if they go through your course, if they join your program, what are the three to four things
Graham Cochrane (31:30.658)
that you're gonna help them do that's gonna get them the payoff. So for example, like if I'm selling you my VIP day and it's $250,000 and I'm saying I'm gonna help you take your business to a million to multi-millions a year, okay? It's a great payoff, it's worth it if you just look at you put in 250 and you get a million back or two million a year back, like perpetually, right? So we're talking about millions of dollars off of 250, but they're like,
I'm a little uncertain, how's Graham gonna do this? And then I show you some testimonials of how I've done this for other people, how I've done it for myself. But then here's what I do. I say, when you enroll in the VIP day, or if you qualify for the VIP day and we work together, basically here's what we're gonna do on that day. First we're gonna look at your offer stack and we're gonna optimize your offers so that they convert more easily at higher prices. Then we're gonna look at your lead generation.
And we're gonna, I'm gonna show you ways to explode how many leads are coming into your business every month. Just think about it, if you could double the amount of leads you're getting, you're gonna double your business overnight at your current level. So let's double your leads and let's double your conversions or the amount of money you get paid at conversion by optimizing your offer. So we're optimize your offers, we're gonna look at like try to 2X your lead gen, then we're gonna look at lifetime value. We're gonna create a whole system of other,
offers and a whole like ladder for your people once they bought something how you can sell them more and more and more and Be able to spend more money with you. So we're do it through ascension and retention, right? So we're gonna get people to ascend to buy more and more expensive things from you and then we're gonna get people to keep coming back and spending money with you every single month through recurring revenue and continuity program So we're look at that. So that's three things and then number four Here's one of the big things I help people do that I don't just help people make money. Like if you come do a VIP day with me I help you cut your work hours in half
That's a huge thing, right? So if we could 2X, 5X or 10X your revenue in your business and cut your work hours in half, like that's the payoff I offer. Let's 2X, 5X or 10X your revenue and cut your work hours in half. Get you sub 20 hours a week, okay? And so what we do is then we do a full audit of your schedule, your activities, what you do in the business and we'll help you design a dream week where you're cutting your work hours in half and loving everything you do.
Graham Cochrane (33:53.474)
And so I'm sharing with them the three to four, in that case, these are the four main things I help my clients do. I'm sharing like at a high level, this is what we're do, and then we're gonna do this, and then we're gonna do this, and then we're gonna do this. And by the time we do that, we're gonna take you from where you are to where you wanna be.
This raises the level of uncertainty because you're not just talking about, can get you this payoff, you're showing them at a high level the journey to that payoff, which shows them, he's been on this journey before and he's helped me do it. Right, does this make sense? If you wanted to get to the top of Mount Everest and I was selling my Mount Everest Summit Guide services, I could tell you,
I wouldn't sell you, here's like the boots we're gonna wear, here's the oxygen tanks we're gonna use, here's the kind of food we bring, here's, they don't care about that, I'm not gonna tell you, here's like how many days it's gonna take, here's like, you know, how we're gonna have to take breaks and we're have to do this, they don't care. I'm just gonna sell them the payoff, which is, I'm gonna get you to the top of Everest. And then to give you certainty, I've taken hundreds of people to the top of Everest. And,
Basically, here's the secret to getting to the top of Everest.
Slow pace, proper nutrition, strategic rest. I'm making stuff up, right? I walk them through the three to four strategies, like how I get people, now they're like, he knows what he's talking about. He has a plan. It's not just a wish, right? When I wanted to get to a million dollars a year, I didn't just wish it. I went and found someone that had done it and I was like, help me get here, right? So you want...
Graham Cochrane (35:39.278)
That's all you're doing for your clients is like, I've gotten to Everest and I've gotten people to the top of Everest and so I'm gonna get you the top of Everest and here's the general three to four, don't have more than that, but three to four things we're gonna do to get you up there. That really raises certainty. Once they have more certainty that you can get them to pay off, they're pretty much ready to go. So people buy certainty, so sell them certainty with testimonials and your three to four phases or stages to get up there. And number five, and this is I think is the most
powerful of them all.
is don't need the sale.
just don't need it. But Graham, I need the sale. Don't. Don't need it. You need to convince yourself till it's in your core that you don't need the sale.
Graham Cochrane (36:33.417)
You do not need the sale. They need to buy more than you need them to buy. Because they have a problem. You don't have that problem. You already solved that problem for yourself a long time ago and you solve it for other people. They have a problem. You are their best solution to that problem. So you're going to present that, I can help you with this problem. Whether it's through my course or your membership or your group coaching or your one-on-one coaching or service. You can help solve this problem.
They need it more than you do. And you would like to help them. Sure, you'd like the money, but you don't need the money because you know that the money will come. If you build your business the right way, if you do the things I teach here week in, week out, do the things I teach my clients, like you're going to build a beautiful business and you're going to be fine. You don't need them to buy. Someone else will buy.
If it's not them, it's going to be somebody else.
Graham Cochrane (37:33.218)
This is the most powerful thing because when you begin to believe this and you may not believe it at first, but it's true, you don't need them, they need you. So you have to tell yourself, they don't need me. I mean, I don't need them, they need me. I don't need the sale. If they don't buy, someone else will buy. Once you start to really declare these things, because it's declaring it, it's you hearing yourself saying it that makes it go from an idea in your head to what you feel and believe in your heart to be true. This is why affirmations are powerful. It's the.
ability to like solidify the belief, right? In the book of James, he says that the tongue is the most powerful, it's the smallest but most powerful organ in the body. It's like the rudder, the tiny rudder on a ship. A rudder, it's tiny, but it can turn an entire cruise ship. has the power to change the direction. The tongue, what you say, has the power to change the direction of your heart and your belief system. So we say out loud what we need to believe in our heart so it gets from our head to our heart. And when you say this and say this and say this and you believe it, once you believe it,
They perceive it because there's no pressure. I'm not like, you know, please buy today. If you buy today, I'm gonna throw in this. What's it gonna take to get you into this car? Like, I don't need you to buy, bro. Like, with my VIP day, don't need your money. I am gonna be fine if you don't buy my VIP day, which is awesome. I got money coming in every single day, whether I work or not. I don't need you to buy my VIP day. You need to buy my VIP day.
Right? If you are making between $50,000 and $150,000 a month and you're kind of stuck there, you've got a great business, but you're like, how do I get to the next level? You need me, but I don't need you. I don't need your money. Because if you don't buy, someone else will. And when you project that, people sense that and that's attractive. It's the whole deal of like when you were in middle school and you wanted that girl to like you, if she could tell that you really liked her,
She wasn't interested, but if you were like, whatever, I don't need her, then she was like, ooh, I'm interested. We want what we can't have.
Graham Cochrane (39:42.958)
Right? I even do this with psychology in my high ticket offers, my group coaching program, like my Inner Circle, my VIP day. You can't even just buy it. You have to apply and qualify. And that's not even just lip service. That's real. Like I literally won't get on a call with you if you're not a right fit. Because again, I'm only gonna sell something that will serve you. So if this won't serve you, like if you are not even making $50,000 consistently every month,
I'm not gonna sell you my VIP day. You're not ready for it. You're not at the level, the strategies, the way to think. You're almost there, but you're not there yet. So part of it is like, I need to make sure it's a good fit so I can serve you, because selling is serving. But number two, just by virtue of having an application, it shifts the language from like, Graham's trying to get me to buy to like, I hope he picks me. Like, pick me, I hope he picks me.
And that's what I want. I want my customers, potential customers to feel like I'm picking them. They're not choosing me, I'm choosing them. I'm in the driver's seat. And you need to do the same thing for your clients and your customers. So the application is a more specific application, no pun intended, of a high ticket offer. But the idea is when you show up and you don't need the sale, when you don't have commission breadth as they say in sales, right? When you don't need the commission. Bro, it's so much more attractive.
It's so much more attractive. And then if you teed it up and you've sold something, you've sold the payoff and certainty and you're serving them and you're only selling something you believe in and you know it's something they want to buy anyway, bro, I don't need it. It's all good. If it's a fit, if it's a fit, it's not, it's all good. You do these five things, two things are going to happen. One, you're going to love selling. And then two, you're going to sell more. And it's amazing on the don't need the sale.
One last story there, I remember the first time, was probably three or four years ago, I had this goal of I wanted to have a $50,000 offer. I'd never sold anything at $50,000, that was a really big deal for me. It was like a benchmark I wanted to get to. And I think the most I had sold was $15,000 a year Mastermind, and I wanted to get to a $50,000 offer. And so I was on a call with a guy,
Graham Cochrane (42:08.983)
who was a worship leader at a massive church, a mega church, very famous church. And he had left the church and he was more in getting into consulting and helping leaders and he was an author and podcaster. And so he was building out his offers and really wanted to build sort of the digital coaching side of his business to help leaders in ministry and all kinds of people lead with integrity. And that was sort of his strength. And we connected at an event and
We just jumped on a call to get to know each other better. And so this wasn't even a sales call. Meanwhile, I had mapped out my $54,000 offer at the time. It was gonna be a one-on-one coaching offer. This is what I had in the past. And so we got on a call. I wasn't even thinking about that. I was just thinking about connecting with him. We both have daughters. We both love Star Wars. We've both been in ministry and worship leaders. And so we had a lot in common. We were just talking about life and...
He was asking me what I was excited about in my life. And I was just talking about business. He's like, well, who are kind of people you help? And I told him who I helped. He said, man, that's really what I need. That's what I need help with is like, I actually don't have a lot of digital stuff built, but I want to go actually right to the high ticket stuff. I want to one-on-one coaching and I'm already doing consulting. I'm actually actually doing it. He's like, I'm already getting invited by churches and pastors and I'm going in and I'm doing consulting services and they're paying me a lot of money. And I realized, realized I got a lot of value and I got to strategize and systematize this.
to make this legit. He's like, do you do coaching? I was like, yeah, definitely. He's like, would you consider working with me? And I said, maybe. And so I asked him some more questions and then he was, I really didn't want, not that I didn't wanna work with him, I just, I didn't wanna pitch him, I didn't wanna sell him. He was like a new friend. I just felt like we're in friend territory. I don't wanna make money, be part of it right now.
So my head wasn't there, but he kept asking, he said, well, will you, will you pitch me? Like, will you tell me, like, will you put together a proposal of what it would look like to work with you? I said, sure, I'll send you an email. Because I already knew what his pain points were, what he wanted to solve and what his goals were for the next 12 months. So I sat down and the next day I sent him a simple email and I said, it's $54,000. Would you like to pay upfront or in a payment plan? He emailed me back, he said, well, that's a lot more than I thought.
Graham Cochrane (44:34.029)
I said, yeah, if it's not a good fit, don't worry about it. He said, all right, yeah, I'm gonna talk to my wife about it pray about it. A week goes by, didn't hear about it or hear anything from him. And I assumed like he's not gonna buy this thing. And I don't care. didn't need him to buy. I wasn't trying to sell him. The next week, I get one line email. Graham, I'm in. How can I pay you? And I was like, bro, did I just sell a $54,000 offer for the first time? Like that was the most chill
nonchalant sale I've ever made. And all of my sales at the highest prices have been like that. And it's always surprised, every time I've tried to like, I think you really get a lot of value out of this. I slip back into the old gram, like you really, you know, I think you need this and they do need it. It doesn't work. And when I'm just like, hey man, I don't need this, but you do. It's worked. And that just blew my mind. And since then I realized A,
There's way more you can charge if you focus on the payoff and you give people certainty. And especially if you can give people speed. I didn't even get time to talk about that today, but people pay for speed as well. Can you get me the results faster? So the price is never the issue. It's the payoff, it's the way you present it, it's the way you come across. And when you realize you're serving them, not convincing them, and that you don't even need the sale, but they need to buy, it changes the game. So.
You will only be great at selling when you decide to stop hating it or being afraid of it and learn to love it. And these five secrets will help you do that. Let me know which one of those selling secrets helped you the most or was an unlock for you the most. Leave a comment below on YouTube. And if you're listening on Apple Podcasts or Spotify, message me anytime on Instagram. Let me know which one of these secrets to selling was an unlock for you and the one you need to press into in your next webinar, sales call, or email exchange.
with a potential client that you thought was a friend that will buy $50,000 offer from you and you didn't even think was possible. All right, my friend, have an amazing rest of your day and I'll see you in another episode real soon.
